Market Insights: A Selection From The Report
Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Held 2.8% of Total U.S. Food and Beverage Market in 2009
Nonetheless, given the above caveats, Packaged Facts believes, based on a consensus among manufacturers of low-sodium/salt and no-sodium/salt products, that the U.S. market for products with these claims was approximately $21.8 billion in 2009. Of this amount, approximately $16.6 billion was contributed by low-sodium/salt foods and beverages and the remainder by no-sodium/salt products. Low-sodium/salt and no-sodium salt foods represent approximately 2.8% of the total U.S. market for foods and beverages, which is estimated about approximately $600 billion in 2009. [Figure 3-1]
Leading Low-Sodium Content Product Categories
The top 10 product categories in the U.S. in 2009 for low-sodium/salt and no-sodium salt foods by reports filed were:
Number of Low-Sodium/Salt and No Sodium/Salt Foods and Beverages Introduced to the U.S. Market Increases 9% from 2005 to 2009
From 2005 to 2009, Packaged Facts analyzed data from ProductLaunch Analytics (PLA), a Datamonitor service, to determine U.S. product reports for foods and nonalcoholic beverages bearing a tag or claim for low-sodium/salt or no-sodium salt. Product reports with these claims increased 4.2%, from 212 total low-sodium/salt and no-sodium/salt claims in 2005 to 221 such claims in 2009. [Table 3-1 and Figure 3-2]In the News
Low- and No-Sodium Foods and Beverages Emerge as Major Culinary Trend
New York, April 12, 2010 — American consumer awareness of the benefits of reducing salt (sodium chloride) and sodium in their diet has reached a nationwide crescendo, making low-sodium/salt and no sodium/salt foods and beverages a major food trend for 2010, according to Low- and No-Sodium Foods and Beverages in the U.S. by market research publisher Packaged Facts.
Representing 3% of the $600 billion total U.S. market for foods and beverages, Packaged Facts estimates the market for low-sodium/salt and no-sodium/salt products in the U.S. market reached $22 billion in 2009. Low-sodium/salt foods and beverages comprised $17 billion of the total and no-sodium/salt products accounted for the remainder.
As the quality of these products improves, they are gaining in popularity with consumers from a variety of backgrounds beyond the traditional niche consumer demographics (i.e., adults age 55 and over, African Americans, and women) that are typically associated with a predilection towards low- and no-sodium foods and beverages.
“Most consumers recognize the health benefits of foods and beverages beyond basic nutrition. And more importantly, a growing number realize that they can influence their own health by cutting back on processed and packaged foods and by reducing the amount of salt added to foods prepared at home,” says Don Montuori, publisher of Packaged Facts. “And though reducing sodium intake may not always be a consumer’s primary strategy for a healthy diet, if good-tasting, lower-sodium options are available at retail consumers will buy them.”
As part of the reduced sodium trend, some retailers have started “low-sodium” food aisles to assist consumers with locating the options available to them. Sometimes the lower-sodium foods have two placements in the stores: one in a specialty aisle and the second with the same category of mainstream foods.
Meanwhile, an increasing number of foodservice operators and food manufacturers are making a point of offering low-sodium meals or taking salt out of their products. Recent examples include an announcement by PepsiCo that it has initiated production of a new version of its Lay’s potato chips that contains a “designer salt” to make the chips healthier, in addition to plans by Kraft Foods to reduce sodium by an average of 10% across its North American portfolio of food products over the next two years. Packaged Facts pegs palatability as the key for consumers and manufacturers to such efforts, emphasizing that one of the most successful strategies for creating low-sodium alternatives is the gradual reduction of the sodium content of foods and beverages over time so the consumer is not abruptly confronted with a product that tastes substantially different than what the buyer is accustomed to.
Low- and No-Sodium Foods and Beverages in the U.S. discusses key trends affecting the marketplace, notable product introductions, trends driving growth, technological challenges and advances, and consumer demographics. The report profiles major marketers of reduced and low-sodium food and beverage products and suppliers of salt and salt substitutes to food manufacturers, as well as innovative companies in both of these sectors.
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